Mayor Emanuel S Digital Billboard Deal A Roadside Distraction
“All the world’s a stage,” Shakespeare wrote, 400 years ago. Now it’s more like all the world’s a screen. As they pretty much have since the first attempts to regulate billboard advertising, during the Lyndon Johnson administration. The only thing standing in the way of these industry game changers was the HBA stipulation against intermittent, flashing, or moving lights. LEDs had historically been understood to fall into that category. Wachtel says drivers aren’t likely to admit that their eyes were locked on a flashy billboard when they crashed, but studies show that “if the signs take the driver’s eyes off the road for two seconds or longer, the risk of a crash goes way up,” especially in high-traffic environments like Chicago....